Miss Soleil
BIC SHAVERS - MISS SOLEIL
Agency task
Develop a (first ever) spring / summer launch campaign for the BIC soleil range of female shavers
Key insight
“Shaving legs is women’s least favourite beauty chore”
Concept
Disrupt the category by using emotional cues and entrenching color, fun and experience as the key reason to use and to choose lets move away from all the functional messaging in the category
Results
- 33 380 Miss Soleil units sold (in) - Aug – Oct
- +27% growth in Value Sales on female promotional SKU’s, Aug – Oct 2018 vs PY
- 25 000 Samples in the hands of New Users
